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Nestlé Fitness strikes partnership with Malta Marathon

By Kacey Culliney+

05-Aug-2014
Last updated on 05-Aug-2014 at 18:03 GMT

Nestlé Fitness' partnership with the Malta Marathon should drive brand alignment closer to sports, it says
Nestlé Fitness' partnership with the Malta Marathon should drive brand alignment closer to sports, it says

Nestlé Fitness will be the official cereal sponsor of the Vodafone Malta Marathon for the next four years.

Under the partnership, Nestlé Fitness Malta logos will appear on all marathon material and cereal bars will be distributed to every race participate, starting with the first marathon on February 22, 2015. The cereal brand also secured official sponsorship of social media for 2015.

Speaking to BakeryandSnacks.com, Melania Pellicano, group product manager for Nestlé Fitness Malta, said the partnership aligned well with the brand.

“We were approached by the organizers, but it is very much in line with our strategy of promoting an active and healthy lifestyle, so it was always our wish to collaborate,” she said.

Asked what Nestlé was hoping to achieve with the partnership, she said: “Brand alignment with sports and more importantly awareness about healthy eating.”

“Nestlé Fitness cereal bars are the ideal healthy snack. We would like to promote healthy eating and we can do so by raising awareness on how simple this can be,” Pellicano added.

Lengthy, large investment

The length of the partnership was also important, she said, because it would raise awareness and educate people about the importance of healthy eating coupled with exercise.

The partnership was the second-largest event in terms of participant numbers that Nestlé Fitness participated in, after the President’s Charity Fun Run that attracted 15,000 people, she said.